In a presentation for the Direct Marketing Club of New York, Bruce Biegel, managing director of the Winterberry Group, said digital channels and direct mail will experience increases in marketing spending in 2012. Marketers are planning to use these tactics in conjunction with social, search and mobile marketing spending for integrated campaigns.

A recent survey from Bernhart Associates backs up Biegel's predictions, showing that 52 percent of companies plan to add more marketing staff in 2012, up from 40 percent in the last quarter of 2011. The data suggests companies are spending more on marketing tactics to attract new consumers from a variety of media outlets, BtoB reported.

And companies are finding new ways to pinpoint customers to target in campaigns. In an interview with The Niche Report, Justin Restaino, vice president of Titan List & Mailing Services, said there are many ways credit data can be used to help generate new qualified leads for marketing teams. Using data from the three credit bureaus, as well as data from direct mail campaigns and other trackable efforts, companies can build a new consumer base to design a campaign around, especially the mortgage broker industry.

"By utilizing credit data and direct mail campaigns, mortgage shops can virtually eliminate borrowers that do not qualify for their underwriting guidelines,” said Restaino. “The ideal customer can be targeted with a direct mail campaign. Unlike other forms of advertising such as radio, TV or even print, a mail campaign can focus on specific criteria such as credit data."

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